Why Brands Need To Ditch The ‘Sell’ And Find The ‘Give’

Why Brands Need To Ditch The ‘Sell’ And Find The ‘Give’
SHARE
THIS



In this guest post, Hugh Fitzhardinge (pictured below), creative director at Sydney’s Ward 6 (who specialise in healthcare clients) says brands need to ditch the ‘sell’ and discover the ‘give’…

Healthcare communication has the potential to change behaviour in a very significant way. Sadly, much of it’s bland and bogged down by heavy content. But we can do better. Now’s the time for brands to raise their voices.

Screen Shot 2016-03-04 at 9.35.07 AM

Consumers are increasingly going online to resolve their medical issues and that’s changing the healthcare landscape in ways we might not have imagined several years ago. Some healthcare professionals are being taken by surprise when this newly empowered patient walks into their pharmacy or surgery, while others are embracing the new level of engagement.

One reason brands should become more active in this new environment is that while Dr Google may provide an almost limitless supply of healthcare information and ‘advice’, much of it is inaccurate and not designed for Australian consumers.

The beautiful thing about healthcare advertising is that we have a lovely and important message to deliver. Or to paraphrase the Cannes Festival of Creativity Lions Health mantra, we can deliver “life changing creativity”.

In many cases we’re dealing with a product that “gives back”. It’s easy to think of some other categories in the world of advertising where it would be considered a joke to suggest the product was going to change a consumer’s life in a genuinely meaningful way. But with many healthcare brands, we really can say that. It means we have the chance to develop great content that goes deeper than mainstream brands and we’re at our best when we go well beyond traditional media.

shadow-wifi-help-prevent-skin-cancer

Healthcare promotion can be complicated. That’s usually when it’s at its worst. The best healthcare advertising uses simplicity as its benchmark.

 

A wonderful example of a big, bold idea is “Shadow Wi-Fi” from the Peruvian League Against Cancer. Simple and brilliant. Beach goers get free Wi Fi but only if they remain in the shade of a specially constructed wall. Shareable, talkable and a warm message to get people to think about protecting themselves from the sun and the effects of it. This is a classic case of a brand giving, not selling, and that is a wonderful place for a brand to be.

Please login with linkedin to comment

Designworks Phone Hacking

Latest News

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]